How do DIY customers

buy online and offline?

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Contents
Introduction Findings / Solution
- Relevance of online channels for
Background DIY customers
- The DIY market
- Opportunities for social media
- Market share
- The online and instore touch points
- Market issues - how small stores
for DIY
are challenging the big boxes
- How a multichannel approach can
- Summary of DIY product range
benefit business

Challenge Summary
- The DIY customer buying cycle
- Multichannel DIY lessons
- Case study – what we can learn
from Screwfix About Sagittarius
- The Talent
- Why a white paper?
Introduction
Our white paper aims to discover if it is possible to
source everything you might need for any DIY project
all in-store or all online? How DIY customers are
inspired and engaged to purchase products?
We wanted to find out how the DIY industry is serving
its customers and if the industry is keeping up with the
challenges of online channels. And with the ever
growing digital savvy consumers are the online
channels becoming more dominant?
We’ve conducted a review of offline
and online shopping channels and
some of the themes include:
• How do you customers buy DIY products?
• What factors influence shopping habits online
and offline?
• Who is serving DIY customers best?
• Where do buyers get more inspiration to choose
and buy DIY products?
• How is the DIY market becoming more
multichannel?
Background The DIY market
DIY was one of the worst hit sectors in 2012 in the UK. This was largely due to poor weather in
spring and summer, compounded by the sector’s overall underperformance.
However, research conducted by Verdict and SAS found DIY and gardening was retail’s best
performing sector in 2013. Indeed, ‘Think with Google’ noted in the US the number of DIY
shoppers was said to have increased due to the economic downturn. 38% of Americans
completed or considered a DIY project. And these are the digital savvy consumers, 51% of
which are first-time home buyers.

42.5% 39.9% 34.7% 35.5% 34.8% Source: Verdict

How Britain
Shops 2014: DIY
2010 2011 2012 2013 2014

This chart illustrates the percentage of all UK shoppers aged 16 and

over who regularly shop for DIY. The DIY sector remains weighted
toward older, more affluent shoppers.
Market Share Kingfisher is the market leader in DIY retailing in Europe, via the dominant brands of B&Q in the
UK and Castorama in France and Poland. It is the third largest DIY group in the world.

Percentage of active DIY shoppers regularly

visiting each retailer (%) 2010 - 2014

Visitor 2010 2011 2012 2013 2014

B&Q 77.3% 74.5% 75.4% 74.6% 74.9%

Homebase 36.7% 35.2% 34.7% 34.5% 31.8%

Wickes 19.8% 19.3% 21.5% 23.9% 23.9%

Wilkinson 13.3% 14.5% 14.5% 13.3% 11.4%

• B&Q (UK market leader) and Homebase
are known as the ‘big boxes’ and expanded
their range to include gardening in
2011/2012, smaller providers are Screwfix
and Toolstation.
• B&Q is a relatively mature business
and, with so many big out-of-town
stores, it may have to downsize its
physical footprint as the DIY market
becomes more multichannel.

• Big box providers find it more difficult to • Homebase (95%, online 5 %), growing
adapt flexibly to the new online world rapidly, annual increase of 25%.
because they have higher fixed costs, but
B&Q is the most visited online Homeware
and DIY retailer.
Market Issues
How small stores are challenging the big boxes
In DIY, specialists are facing more competition, forcing them to diversify into new
categories, exposing them to new rivals, especially in kitchens and bathrooms.

+10% Independence +19% Amazon

B&Q’s profits increased more
than 10% to £238m for year
2011/12 with Kingfisher
claiming the success of its
transformational plan
‘Delivering Value’ making the
business stronger.
Independent DIY stores, mail
order, non-specialist retail
(Argos, Amazon, Tesco,
Wilkinson’s), online (increasing).
Consumers are spending
more online in DIY because of
the online vs price difference
+19% in 2012 for a
power tool.
The biggest threat to the big box
providers is Amazon who is
wading into the online space, big
cross-category retailer, growing
fast in DIY small, nimble, low-cost
pure-play specialist.
Summary of DIY Product Range
DIY products tend to be bulky, low margin, slow-selling
with the need for advice to support the purchase. Before
broadband there was limited technology and limited
home delivery has made DIY a follower not a leader
However, there is an evolving product mix / brand mix in
2013/2014 (mostly for electrical, garden tools and
equipment, paints and garden decor products).
31.7% very good choice with lots
of ranges and product lines

Other products include homeware, plants and home

décor. In 2014 the range of products remains pivotal to
21.3% Always able to provide
what I want

8.1%
DIY shoppers, closely followed by convenience, price,
service and quality. The products suit my
own tastes

3.8% Has interesting and

exciting products

3.1% Good choice of own

label products
Market Share Customer Buying Cycle
Realise Problem or Need Awareness
• Use Keywords that describe problem Inspire customers to recognise the need to purchase
Search for
• Don’t yet understand solutions Whether they are a first time buyer or have a specific home improvements
project, evidence suggests the internet plays a significant role in initiating and problem or need
• Looking to be educated
inspiring that need to purchase. Buyers will always do their homework about a
• Commitment is low provider before engaging in a purchase.

Perform Research Educational

• Learn about how to solve problem Research purchase options, evaluate alternatives Begin to
• Under what’s available The consumer will then search further to identify alterative solutions to satisfy their understand
• More educated questions need. Search and online video play a major role in in DIY shoppers purchase solutions
• Commitment is low to medium journey. A Google Survey revealed 1 in 4 researched a specific DIY brand.

Establish Buying Criteria Validation

• Establish ‘must haves’ There is a trend for DIY consumers to complete research instore then order Prioritize what’s
• Under what’s available online. Stores are judged by their product quality, layout, facilities and ambi- most important
• Don’t want to be missing anything ence. The Danish 10-4 DIY chain reports that consumers expect them to in a solution
• Commitment is medium high deliver building materials, even in very small quantities.

Evaluate Vendors Sales

• Narrow down vendors Post-purchase evaluation/ bought the product Evaluate Vendors
• Compare vendors There is a growing trend to use social media to enjoy the purchase and seek out based on buying
• Looking for trials / demos affirmation that they have made the right purchase choice. criteria
• Commitment is high
 Screwfix multichannel DIY delivery
• Website - has well over a million unique visitors each week;

B&Q has a good opportunity to grow the group’s share and it has a live stock-check system.

of the ‘trade’ market, mainly via the fast-growing • Mobile - its app has proven popular and mobile traffic is
Screwfix chain in the UK.
growing significantly year on year, it was shortlisted for the

Screwfix is the UK's largest multi-channel supplier of best mCommerce site in 2013.
trade tools, plumbing, electrical, bathrooms and
• Social - 65,000 fans in two years, 40% Facebook growth in
kitchens. With over 30 years’ experience in the industry,
they despatch tens of thousands of parcels every week 2011; in 2014 they have 108,000 likes and Screwfix

for next day and weekend delivery to tradesmen, community forum; they have 21,500 followers on Twitter.
handymen and serious DIY enthusiasts all over the UK.
• Click and collect – allows shoppers to order and collect just

Kingfisher’s trade brand Screwfix has a strong five minutes later.

reputation and benefited from investment in
• Online order – next day delivery with tailored delivery
multichannel, including catalogues and online ordering.
It has expanded from one to 300 stores in eight years services and prices depending on location.
and as it has grown, it has managed to keep a clear
• Video – Screwfix has an official YouTube channel where
focus on who its customer is. Revenues increased 40%
in five years (2007 to 2011). there are 724 videos uploaded with over 1,600 subscribers ,

there are product how to demos, installation, buyer, product

feature videos and new content is added regularly.

Screwfix has two-thirds static

business and one-third online.
Findings/Solution
• eMarketer recognised digital channels
stimulates research for DIY customers,
inspiring them what to do and it could take
be up to 6 to 18 months.
• Customers should be able to have online
access to stock availability to click
and collect.
• Most website users prefer to use the
‘search function’ to look for products,
followed by ‘browsing products’ and using
the ‘main navigation’.
• Within the online purchase journey, it is a
financial reward which exerts the biggest
influence over the likelihood of someone
committing to buy. Globally, over two fifths
(43%) say that this has a positive impact.
• Digital buyers will use generic DIY
words or familiar brands to discover
content to fulfil their needs.
• Interactions based around social
networks or content have become
major touch points; Pinterest is a
perfect plan for home improvement
and design, playing heavily to
push out to commerce.
However, online penetration for home or DIY retailers remains low compared to
other sectors. Sometimes, the hazardous nature of many products makes
home delivery too expensive. Only 2.25% of DIY sales were via online in 2011.
DIY retailers are traditionally behind the curve when it comes to ecommerce.
Online sales account for 5% of total sales at Homebase and represent an even
smaller proportion of B&Q’s sales (2013).
Opportunities for Social Media
In the retail sector 4 in 10 social media users have
purchased an item online or in-store after sharing or
favoriting it on Twitter, Facebook or Pinterest (2013).

2/5
Social media has a strong potential to drive purchasing
patterns both instore and online.

For DIY retailers to make effective use of social media as a

market channel it is critical to understand firstly the buyer

consumers share
demographics and secondly which social media network
attracts those customer segments. In 2014 the DIY sector
remains weighted toward older, more affluent shoppers -

like or favourite
59.4% DIY shoppers are male, 40.6% female.
Opportunities for Social Media
From the Verdict data, 89.5% are aged 35-54 and 43% of How to maximise DIY presense on social networks
Twitter users are between 35-54 years old. Pinterest has a
strong female bias (83%) and 61% follow DIY and crafts.
There’s an opportunity to visually inspire the segment through
social media to buy a range of DIY products. However, be
mindful of the importance of customer segmentation as 61% of
UK social media users never visit Pinterest, so it has a niche
interest, but if you target those with a focused interest they are Content Culture
more likely to purchase. Speak to the Match the
hottest topics Your Brand community’s
In 2014, 63% of people turn to Pinterest for DIY and Crafts,
34% go to Twitter and 29% go to Facebook. People who get
Presense tone
excited by DIY projects have their own network culture; to
engage them appropriately it is critical to offer the right content
that presents the hottest DIY topics and trends. If you
understand the content, culture and product categories that
make up your customers’ experience on each social platform,
Category
you maximise your customers’ engagement and potential to
Sell in relevant
purchase. categories
Profile of DIY Shoppers 2014
27.8 %
This chart illustrates the percentage of all UK shoppers in each Male FeMale

42.2%
demographic group who regularly shop for DIY

49.1%
42.9% 48.1%
40.4%
32.5% 36.2%
35.3%
29.2%
22.8%
14.1%

16-24 25-34 35-44 44-54 55-64 65+ AB C1 C2 DE

However, research shows social media usage varies dramatically across different retail Source: Verdict How
product categories and different demographics. So by studying DIY customers’ usage Britain Shops 2014: DIY
patterns it's possible to set a DIY social strategy. There are opportunities to identify
certain overarching patterns to give a picture of which DIY customers can be found
where online.
The Online and Instore Aim to establish a fully interactive, cohesive customer experience to fully

Touch Points for DIY

embrace a multichannel offering. This can only enhance and inspire buyers
to purchase products more easily on their terms, online or instore.

reviews mobile payment Social sharing

Online Click and
Social media ads Price Comparisons collect Forum

m-commerce Stock Check Ecommerce How to videos Demo Vids Social sharing

ppc blog online only items social updates

Follow up Blog Mobile Surveys
Email Click to call planning
emails
Online ads webinars click to chat FAQ

awareness consideration Purchase Retention Advocacy

offline Word of Mouth fax Newsletters Loyalty
Programs
Instore learn about contact call
radio, tv rewards
& print instore centre
events/demos Catalogues Discounts &
next day delivery Incentives
Magazine How to Contact call Sales assisted
guides centre
coupons services
Promotions
extended Shopping lists Payment
packaging
pr In-store
navigation/alerts
How a Multichannel Approach
can Benefit Business
• De-clutter the stores to improve visibility and availability.

“Retailers such as B&Q and Homebase are
established authorities in DIY – and they need to
capitalise on this to deliver online advice, knowhow
and service that pureplays such as Amazon cannot.”
• Move more stock into back rooms.
• Introduce kiosks to showcase the entire range.
• Allow customers to find and order products more easily.
• Equip managers with tablets using the same kiosk software so
they can spend more time on the shop floor helping customers.

John Mercer, European Retail Analyst, MINTEL • Update ageing PC hardware with lower cost thin
client computers.

Until recently, it was fairly easy to separate online activity from other • Roll out software that allows customers to customise their own
activities. There was a clear pattern to how people used the internet. kitchen order online, at home or with the help of staff in store.
Planning involves a more integrated business. A website should not be • The B&Q superstores are using online not just as a sales
separate to instore; many DIY providers have made that mistake. channel, but as a means to drive footfall into stores, especially
through reserve and collect facilities.
For the DIY sector specifically, show rooming comes in to play, but
mobile plays a big role in this too. Right sizing stores - adapting store
formats (B&Q has large, big and far too big), this could be inspired by
responsive website design

B&Qs strategy is about providing a consistent customer experience

through omnichannel marketing. There are opportunities to update
instore technology, by gaining inspiration from the online experience.
Summary - Multichannel DIY Lessons
This white paper has found that consumers do not fully rely on sourcing everything
they might need for a DIY project all in-store or all online. DIY providers need to bridge
the digital technology gap by providing a consistent offer to the customer with the
same information, same experience whether they place an order in store, online, via a
kiosk or if they call the contact centre.

• The DIY online shop window must
support what there is in-store and the
right products are recommended, this
needs to support the phenomenon of
‘reverse showrooming’ for customers
who browse online and shop offline.
• Instore and online need to work in
harmony - consider what’s the benefit of
a virtual product when they can
experience the real thing - online and
instore must be aligned.
• Keep a clear focus on the DIY customer,
know their preferred channels in the
buying process to get personal.
• Some retail brands report 30 to 40% of
traffic to their website comes
from mobile devices, but Sitecore
research found 46% of Business
to Business marketers rate their website
experience on mobile devices as ‘poor’
or ‘very poor’.
• If DIY retailers improve the online
shopping experience it will provide the
customers with a sense of trust and
credibility, this represents a huge
opportunity to reduce shopping cart
abandonment and retain
loyal customers.
• Adapt to changing trends and
demographics; older shoppers will
increasingly become an important
demographic to DIY retailers,
particularly online.
Summary - Continued

improve the mobile experience

offer advice and knowhow
• The ‘Do It For Me’ trend marks a shift in • Lack of traction of video content can be
• Do more to provide staff with technology
behaviour patterns; for example a the result of poor or absent functionality,
that could make a significant contribution
growing proportion, particularly women rather than a lack of buyer interest to
to not only sales and customer service,
will continue to select and buy products engage with this medium.
but also to staff motivation
such as paints but will employ a and confidence.
handyman to do the hard work. • Today’s DIY retailers need to
understand how both video and social
• Stores can become convenient collection
• Businesses should segment their media drives purchasing among their
points or as a showroom where they can
prospects and customers by profitable customers and of their products; focus
gather information before
size and location and this data needs to on customers whose sharing indicates
ordering online.
be leveraged effectively. they are actively researching high-value
or recurring DIY purchases.
• Capitalise to deliver online advice,
knowhow and service that
Amazon cannot.
Summary - Continued lifetime
customers
Until recently, it was fairly easy to separate online engage
activity from other activities. There was a clear
nurture
pattern to how people used the internet.
Planning involves a more integrated business.
optimise
Use market
A website should not be separate to instore;
align intelligence
many DIY providers have made that mistake. Connect
radiate Focus online and
and
predictions
For the DIY sector specifically, show Initiate Use search on the offline data
to anticipate
customer for real-time
rooming comes in to play, but mobile Align with analytics to
the needs of
Mobile site execute online and 1:1 dialogue
plays a big role in this too. Right sizing Basic site
multichannel
the DIY
Share on objectives optimisation instore across
stores - adapting store formats (B&Q in harmony customer
social channels
has large, big and far too big), this with instore
networks
could be inspired by responsive experience

website design

B&Qs strategy is about providing a

consistent customer experience awareness consideration Purchase
through omnichannel marketing.
There are opportunities to update DIY multichannel customer expectation model
instore technology, by gaining
inspiration from the online experience.
About Sagittarius
The Talent
Our experienced team
includes digital and
marketing strategists,
creatives (offline and
online), web developers,
producers, account
managers, project Paul Stephen Nick Towers Josh Whiten
managers, marketers and CEO Managing Director Digital Marketing Director
we have over 280 years
combined experience.

Richard Brisley George Clark Sarah Dennis

Lead Server Side Developer Lead Client Side Developer Marketing Manager
Why a Whitepaper?
Sagittarius has launched a series of white papers to help create
awareness of new market trends and reveal our best kept
secret insights.

We identify and define emerging demands in the market and

share our thoughts to help decision-makers select the right
solution for their ever-changing needs.

Our white papers aim to unpack complex problems making

them simple all supported by trustworthy evidence-based
research.

We're keen to share from the lessons we have learnt in

business for over the past 30 years and feedback continues to
be invaluable to help shape and define future white papers.
Get in Touch
If you would like to find out more about the DIY sector then
please contact Sagittarius on:

Sagittarius
36 High Street, Ashford, Kent,
TN24 8TE, UK
01233 467800

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guaranteed. Please note that the findings, conclusions and recommendations that Sagittarius

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